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8. Customer Relationship Management
The customer relationship management (CRM) module stores all customer and prospect information. That includes the company’s communication history with a person—the date and time of calls and emails, for example—and their purchase history. A CRM improves customer service because staffers can easily access all the information they need when working with a customer.
Many businesses also use CRM to manage sales leads and opportunities. It can track communication with prospects and suggest which customers should be targeted for certain promotions or cross-sell opportunities. More robust CRM modules may support customer segmentation (enabling more targeted marketing) and advanced contact managers and reporting tools.
